Website redesign + brand refresh for world's largest GDSN
2020 / Art Director
Production site
1WorldSync is the world's largest GDSN data pool, enabling brands, providers, and communities to create, manage and exchange content. They approached us in May 2020 to redesign their website, and refresh their verbal brand identity.
My role during this project was Art Director. I guided one of our Senior Designers in the development of wireframes, concepts, and designs.
1WorldSync is an established leader in the product information management space, but their website was in need of serious simplification and modernization. The site was rich in content, but the language was complex, dense and jargony. They needed help improving site navigation, creating more compelling calls to action, and speaking more directly to their target audiences. Additionally, as 1WS is a global company, their site needed to be global ready — allowing for easy page translation in the future. We overhauled their navigational sitemap, and developed a sophisticated set of wireframes to establish the information architecture and early functionality.
Being known as the “old guard”, 1WS had a difficult time competing with younger, flashier competitors, even though they had a superior offering. 1WS’s website, and visual branding needed to be modernized for them to compete and stay relevant. Knowing this, we modernized their brand colors, and developed unique gradient backgrounds to use throughout the website. We designed custom platform mockups which allowed 1WS to easily communicate the intricacies of their platform to the user. Subtle use of neumorphism on hover states, and tabbed content reinforce a modern look and feel, while professional mockups, photography, and copy communicated 1WS’s message as a global leader. Custom iconography was developed, and used throughout the navigational dropdowns to provide the user with even more context during the navigation experience.
A modernized visual and verbal representation allowed 1WorldSync to remain competitive with younger companies, and confidently direct users to their website. Paired with a fully optimized SEO and content strategy, their website now acts as a marketing powerhouse.
